Who and what are influencers?

With the rise of social media came the rise of social influencers. Typically, social influencers are knowledgeable and experienced in their industry, making their opinions, product reviews and recommendations valuable. Their advocacy for brands, campaigns and ideas can vary in authenticity, as can their amount of social media followers.

There’s a good chance you already follow a macro-influencer on social media. These personalities and viral sensations are typically well-known, and they tend to have an impressive amount of fans and followers on their social channels. Partnering with one of these influencers means reaching a huge audience, often at a high price.

While they don’t boast millions or even hundreds of thousands of followers, micro-influencers have a higher quality influence with their audience. Micro-influencers are often looked to for recommendations, and their passion, experience and authenticity make their advice more credible and impactful.

You or someone you know could be a nano-influencer. Nano-influencers can have as little as 1,000 followers on social media. And while their following is a fraction of the micro- and macro-influencer, their messaging is viewed as more authentic and trustworthy. These influencers are highly approachable and will post branded content at a low cost or in exchange for free products.

This is the typical macro-influencer. They may be an actor, musician, comedian or athlete. They boast an enormous audience on social media and require a sizable fee for advertising brands and products. There are two challenges that come with celebrity influencers. First, they may be more memorable than the brand they promote. Second, a poor connection between the brand and the celebrity can make the messaging appear inauthentic.

While most influencer promotions come with a price, there are instances when it costs nothing. Opt-in influencers are the influencers every brand wants. They may fall under any of the four types of influencers, but their promotion doesn’t come with a price tag. These are the people who love a brand and product so much that they’ll advertise it with no thought of monetary gain. They’re the most authentic, genuine and passionate.

Regardless of what type of influencer you work with, paid or unpaid, influencer outreach is crucial. This is the process of building a relationship with the influencer you wish to or are working with. How each influencer chooses to work with a brand is different. They may just need a simple email. Others may want multiple meetings. What matters is developing a healthy working relationship between the influencer and the brand.

Working with social media influencers can do a lot of good for a brand. Influencers can reach their loyal followers and can make crucial recommendations that impact purchasing decisions. It helps to know what kind of influencer your brand needs. To help you identify the influencer you need, read more about it here